Swimming Canada, Red Bull Enter Athlete Endorsement Partnership
Swimming Canada and Red Bull Canada this week announced a partnership that it says will “modernize athlete endorsement opportunities.”
Red Bull will have “brand placement on individual national team uniforms,” while Swimming Canada takes steps to empower its athletes to include personal branding on their uniforms. The deal is in part motivated by Summer McIntosh, the Olympic gold medalist and world record holder who is sponsored by Red Bull Canada.
As part of the agreement, Red Bull Canada will integrate Swimming Canada initiatives and activities that are “authentic to its global brand.” That includes “exclusive national team education and support” and “premium assets” that are Red Bull exclusive.
“This is a pivotal moment for Canadian swimming,” Swimming Canada CEO Suzanne Paulins said in a press release. “Summer and Red Bull Canada have been extremely collaborative in encouraging the federation to think differently about how we support our athletes commercially. This supports the growth and spotlight on Canadian swimming globally and we are excited to offer this opportunity to all national team swimmers in both the Olympic and Paralympic Programs.”
The partnership is a step toward empowering athletes to familiarize themselves and capitalize on the name, image and likeness (NIL) space. The Red Bull partnership is a gateway for athletes and their representation. Swimming Canada can collect a licensing fee to allow brands other than Red Bull to place logos on national team uniforms. Starting this week at Canadian Swimming Trials in British Columbia, it will implement a formal approval process to vet branding requests, per World Aquatics regulation.
McIntosh, who set a world record in the women’s 400 freestyle on Saturday night to open Canadian Trials, did so with a Red Bull logo on her cap and suit.
“This commercial evolution is part of a broader strategy to grow the sport and offset rising event delivery costs through strategic partnerships,” the release reads. “Swimming Canada encourages brands, agents, and athletes to engage with the federation as part of this exciting new chapter.”
“This shift supports the growth and global spotlight on Canadian swimming,” said Kyle Johnston, Swimming Canada’s Senior Manager, Marketing. “We’re exploring all commercial growth opportunities, and this is an important first step – unlocking new rights that directly support our athletes and position Swimming Canada as a bridge between brands and the broader swimming community.”
— The above press release was posted by Swimming World in conjunction Swimming Canada. For press releases and advertising inquiries please contact Advertising@SwimmingWorld.com.
